Question 1

Which of the following refers to the combination of the media used and the frequency of advertising in each medium?

Accepted Answer

The media mix refers to the combination of different media channels and the frequency of advertising in each to achieve marketing objectives.

Question 2

A company that manufactures cars advertises the safety features in the car, the mileage, speed, and the added accessories available with the car.This is an example of:

Accepted Answer

The advertisement is primarily focused on the factual aspects of the product such as safety, mileage, speed, accessories, etc. This is a rational appeal that targets the logical side of the consumers.

Question 3

FedEx, with its slogan "When your package absolutely, positively has to get there overnight," promises to deliver goods overnight for its customers.This is an example of:

Accepted Answer

The slogan highlights a unique selling proposition by emphasizing FedEx's commitment to overnight delivery, distinguishing it from competitors.

Question 4

Which of the following help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?

Accepted Answer

Rational appeals focus on providing factual information and logical arguments about a product's benefits, helping consumers make informed decisions based on the product's key features and advantages.

Question 5

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Accepted Answer

The answer of Which of the following aim to satisfy...

Question 6

Which of the following refers to the actual purchase of airtime or print pages?

Accepted Answer

Media buy refers to the actual purchase of airtime or print pages for advertising.

Question 7

A company that manufactures jeans promotes the idea of "youthful individuality." The products stand for originality, self-confidence, and integrity.This is an example of:

Accepted Answer

The promotion of "youthful individuality" and values like originality, self-confidence, and integrity targets the emotions and personal identity of consumers, making it an emotional appeal.

Question 8

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:

Accepted Answer

The advertisement is using a rational appeal by stating that their product contains all the essential nutrients necessary for the proper growth and development of children. This appeals to the logic and reason of the consumer.

Question 9

Which of the following refers to channels that include national newspapers, magazines, radio, and television, and is ideal for reaching large numbers of anonymous audience members?

Accepted Answer

Mass media refers to channels like national newspapers, magazines, radio, and television, which are designed to reach large audiences.

Question 10

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

Accepted Answer

Media buy refers to the purchase of advertising space or time on various media platforms, such as television and newspapers, to promote a product or service.

Question 11

Which of the following refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests?

Accepted Answer

Niche media refers to channels that target specific, narrower segments of the audience, often characterized by unique demographic characteristics or interests, unlike mass media which targets a broader audience.

Question 12

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:

Accepted Answer

The company's advertisements focus on fear and potential dangers, which are emotional triggers, making this an example of an emotional appeal.

Question 13

Canadian Business and Hel o Canada are national magazines of Canada.They are examples of:

Accepted Answer

Canadian Business and Hello Canada are examples of mass media because they are national magazines that reach a large, broad audience across Canada.

Question 14

An exclusive travel magazine chooses to cater only to the needs of those travellers who are hitchhikers.This is an example of:

Accepted Answer

Niche media refers to media outlets that target a specific and specialized audience. In this case, the travel magazine caters only to hitchhikers, which is a very specific audience. Therefore, this is an example of niche media.

Question 15

CBC Television, CTV, and Global are national TV channels in Canada.They are examples of:

Accepted Answer

CBC Television, CTV, and Global are all major national TV channels in Canada, which represent mass media. Mass media refers to any communication channel that reaches a large number of people, such as TV, radio, newspapers, and the internet.

Question 16

Domino's Pizza introduced an offer in which it promised to deliver a fresh, hot pizza free if it could not deliver it to the customer's door in 30 minutes or less.This is an example of:

Accepted Answer

This is an example of a unique selling proposition, as Domino's is offering a specific benefit (delivery in 30 minutes or less) that differentiates it from competitors.

Question 17

Mike opens a new leisure goods store and buys airtime on TV to advertise the store.He also buys space in the newspaper to run an attractive print ad.Since the actual purchase of airtime or print pages is generally the largest expense in the advertising budget, marketers must make their decisions carefully.This is an example of:

Accepted Answer

Media buy refers to the purchase of advertising space or time, such as airtime on TV or space in a newspaper, which is the largest expense in the advertising budget.

Question 18

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

Accepted Answer

Cradles' magazines target a specific, upscale audience, making them a niche media.

Question 19

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear, consistent, compelling message to the intended audience?

Accepted Answer

Media planning is the process of evaluating and selecting the media combination to deliver a clear, consistent, compelling message to the intended audience.

Question 20

Which of the following refers to a strategy of differentiating a product by communicating its unique attributes?

Accepted Answer

A unique selling proposition (USP) is a strategy used to differentiate a product by highlighting its unique attributes and benefits to communicate why it is better than competitors.

Quiz 14: Advertising, Sales Promotions, and Personal Selling